The consumer market of modern time is oversaturated by goods and services therefore competently made offer plays an important role in the conclusion of favorable contracts with clients, and the managers able to use this tool are included into the category a top.
What is the offer?
The Offer (O) is a document, with the detailed list of goods and services described in it in which the firm or the organization is engaged. Offer about cooperation is formed within a specific objective and never is static, for involvement of partners or clients of O new has to register. In essence the offer is not the standard document where signs and seals are obliged to be, but is the important message, advertizing for target audience.
Types of offers
The structure of the offer depends on a type of the document. There are several classifications of the offer:
- "Cold" to RC. It is designed for potential clients who do not know about firm yet, goods and services, but among them there can be those whom it will interest. It is made by a mailing method to a large number of people, the organizations. The purpose of cold RC to interest, attract and induce to make purchase or to call. One text for all audience is formed, but names individually register that creates visibility of the personal address.
- "More hotly" than RC, also "warm" or "warming up". Is formed on the analysis of problems and needs of the target audience (TA) and goes after primary call or contact with the potential client. In "hot" RC the importance of the client and interest in that his problems were solved what it can be helped by goods or services of firm, the organization, a brand with is emphasized.
One more classification:
- The personified offer – is formed individually for one specific client. The emphasis on identity of the person, his need is placed – drawing up is preceded by a personal meeting or negotiations, the interested client sends a request for the offer and if at this stage everything suits it, either the contract or partnership, purchase, depending on the pursued purpose is signed.
- Not personified offer has something in common with cold, represents mass mailing for the purpose of involvement of new audience.
How to make the offer
How to write the offer to attract the target audience? Here each nuance is important:
- structure;
- valuable information;
- visual row;
- knowledge of needs of the potential client;
- the clinging phrases.
Rules of drawing up offer
Many successful firms or the organizations have the form of the offer, it allows to look to the document presentably and solidly. But if the form does not exist, it is possible to follow the following rules:
- On the homepage the logo of the company is affixed.
- The text registers in uniform style, without slang, a jargon, an abbreviation, the sans-serif font is used.
- In "cold" RC the prices are not specified.
- All detailed information: the price, the contract and other necessary documents with the signature of the head and the press go in "hot" RC.
How to begin the offer?
The cap of the offer is a logo of the company and the standard valid address to the client by name to a middle name. In order that the person read all offer there has to be a clinging heading reflecting a solution of the problem of the potential client:
- wearproof covers just for decoration more than 5000 coloring;
- to wholesale buyers of shop "A" purchase price is at 20% less;
- economy up to 50% at wholesale purchase of detergents.
If RC personifying, it is possible to begin as follows:
- Respected (a name, a middle name)! As we also agreed yesterday, the staff of our company made the offer, favorable to you, for cooperation.
- Good afternoon (name, middle name)! We offer production of office supplies on the basis of our organization. It will allow to save to you 30% of the expenses connected with office.
The cover letter to the offer
Mailing of offers from firms often is followed by the cover letter that promotes that the offer will be read. The letter is written in any form, but it is important to consider some nuances by drawing up:
- the address in a valid form to the client, by name, to a middle name;
- "body" of the letter contains the mini-presentation of the company, a list of the main services, advantages of cooperation, mutual benefit are listed;
- the letter comes to the end with the signature "yours faithfully", the sender's full name, a position and the name of firm.
Design of the offer
Execution of the offer one of important components of successful advance. How to issue the offer that it drew attention. Marketing specialists and specialists in advertizing make the following recommendations, considering which the probability that the offer will be selected from a general series of others will grow:
- The choice of a font – idle time in reading, without elaborate curls and lines. In the text to use no more than 2 types of a font: one for heading, the second for other text. Electronic version of the offer (Impact, Arial), in the printing version the Georgia and Time New Roman fonts are good. For headings the standard height 16 – 18, subtitles 14 and the text range from 10 to 13.
- Structure of the text. "Lightness". The age of information technologies assumes "life on the run", big volume texts will be hardly read. Here the rule works: than already the line – that quicker it will be read. A space from the right edge – 1 cm left up to 2 cm. A line spacing – 1.5 lines.
- Arrangement of accents. Correctly chosen photos, images, allocations of headings and subtitles, signatures to images, color scale.
- Product presentation. Evident qualitative images, photos will better tell about service or goods, than one text.
- Infographics. The trend of modern time very demanded in the market of advertizing services. The known fact that visual information is processed by a brain many times quicker. Pictures with comments will dilute the text and will make it more attractive.
The selling offer
As it is correct to make the offer is a demanded subject in the consumer market. It is even important badly understand in due form made by RC can work why so occurs? Commercial business offering is developed after the niche which is occupied by a brand or goods is defined, the rendered service, then the target audience is registered and its problems and requirements are studied. These two things are very important for hit in the purpose.
Program for offers
The program for creation of offers considerably simplifies routine process of drawing up tables, schedules, additions of images. Today there are several popular online applications for creation of RC:
- CRM GYDEX;
- Quote Roller;
- Wilda;
- tascon;
- WiveCrm.
Creative offer
The standard form of the offer without features and counters of the company can not make an impression at all. The commercial creative offer differs in freshness of the ideas and approaches in the solution of problems of the client, in interesting registration and design. Here important the rule, at oversaturation of the market always is what to attract and to surprise the client therefore when developing RC to pay attention to this principle. For this purpose it is useful to carry out team brainstorming and to convey to the potential client information in the New World so that he became the real client.
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